+ ``We feel there is so much more innovation that can take place in search,'' Gross said Monday. ``It's hard to say that little Snap will ever beat Google, but I think we can become a viable alternative.''

+ Gross is among those who believe click fraud is a big problem. He aims to change things with a ``cost per action'' system that only charges ad commission when a purchase is actually completed. ``I believe the commercial side of search will evolve toward cost-per-action in the next five to 10 years,'' Gross said.

The Google Analytics Cohort Analysis can be extremely useful in helping SEOs prove the value of new customer acquisition via organic search, show how they engaged with the site, and surface when they ended up converting over time.
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